In Los Angeles, the Paul Smith store on Melrose Avenue has undergone a significant transformation. The iconic pink shop, known for its captivating #PinkWall, has been revamped to offer a fresh and inspiring experience for visitors.

For those unfamiliar with the store's significance, it holds a special place in the hearts of both locals and tourists. Its distinctive pink facade has become a symbol of LA's vibrant culture and creativity. Travelers from all over the world visit this iconic location, hoping to capture the perfect #PinkWall selfie against its stunning backdrop, earning it the title of "the most Instagrammable spot in LA."

In 2005, when the shop first opened, Paul Smith was inspired by the renowned architect Luis Barragán in choosing the specific shade of pink. This hue resonated deeply with the architect's optimistic philosophy of colour and has since become a lasting symbol of the shop's spirit.

Last year, the "Melrose, Unwrapped" project celebrated the Pink Wall with a mesmerising trompe l'oeil mural that appeared to "unwrap" the wall, revealing its stripy core. The artwork was meticulously hand-painted over six days using 15 gallons of paint.

Recently, the shop's interior has also undergone extensive renovations, and the grand reopening will showcase the new look. Visitors can explore the redesigned space inspired by the iconic Case Study Houses in LA, with adaptable spaces, sculptural shelving, and a blend of custom and vintage furniture. Dedicated sections for menswear, womenswear, and accessories, as well as a lounge-like tailoring area, cater to the diverse needs of customers.

One exciting addition to the store is a VIP fitting room, accessible by invitation only, with a separate garden entrance and a mid-century lounge-inspired design. The shop continues to feature original art personally selected by Paul Smith, including custom mosaics in travertine stone by Charlie Sheppard.

But the surprises don't end there. If you're in the neighbourhood, you're invited to step inside, say hello, and discover the revamped space for yourself. And fear not, the iconic #PinkWall remains an integral part of the vibrant LA experience, ready to help you capture the perfect Instagram moment. Paul Smith is excited to share this new chapter with all of you.